MZ세대의 패션상품 구매채널여정 유형화와 특징 비교A comparison of the types and characteristics of the purchase channel journey of fashion products in the MZ generation
- Other Titles
- A comparison of the types and characteristics of the purchase channel journey of fashion products in the MZ generation
- Authors
- 이정우; 김미영
- Issue Date
- Oct-2022
- Publisher
- 복식문화학회
- Keywords
- MZ세대; 구매채널여정유형; 구매채널여정특성; MZ세대의 구매채널여정비교; 에스노그라피 연구방법; generation MZ; purchase channel journey types; characteristics of purchase channel journey; comparison of generation MZ’s purchase channel journey; ethnography research method
- Citation
- 복식문화연구, v.30, no.5, pp.656 - 674
- Journal Title
- 복식문화연구
- Volume
- 30
- Number
- 5
- Start Page
- 656
- End Page
- 674
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/86016
- DOI
- 10.29049/rjcc.2022.30.5.656
- ISSN
- 1226-0401
- Abstract
- The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z’s journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M’s journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.
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Collections - 예술대학 > 미술·디자인학부(패션디자인) > 1. Journal Articles
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